Forget Market Share.
Today’s Key Business Phrase is, “Mind Share.”

KEY WEST, Florida – Businesses and industries considering “going green” should not be reluctant to proceed because of the stagnant economy. This, says one noted expert, might be the one thing you can do right now to improve your bottom line.

“This is not a huge, up-front investment for a return way down the road,” says Claude Ouimet, senior vice president and general manager of InterfaceFLOR Canada and Latin America, which constantly researches ways to eliminate the negative environmental impacts of their products and production methods. “It’s no longer a question of the cost of doing it; it’s a question of the cost of not doing it,” Ouimet said.

Ouimet will talk about Interface’s Mission Zero initiatives during the EcoSummit scheduled here Nov. 2-5 (http://ecoweekfloridakeys.com). Mission Zero is the concept of sustainability, using as few new natural resources as possible in the course of doing business.

“There is no question it can have a positive impact on your bottom line,” Ouimet said. But if you’re only doing it for market share, you’re going to fail. If you’re doing it because it’s the right thing to do, you’ll succeed. You have to be accountable. You have to be transparent. You have to convince yourself and your work force that you are part of the global solution. You have to mean it, and you have to let people know you mean it.”

Ouimet likes to cite the case of a skeptic who visited a plant that implemented the concept of sustainability and saw a significant spurt in business. She stopped a fork-lift operator and asked him, “Why are you working here?” He flashed a huge smile and replied, “Because I’m making a difference.”

To be successful, Ouimet says, you have to put the right team in place, a team that will buy into your mission. You have to be willing to pay bonuses for results, not based on old models. And, if you’re a CEO, you have to be willing to give up some of your perks and benefits to engage your staff emotionally and demonstrate that you are serious.

What’s at stake? “The potential loss of a whole new generation of customers and clients with different mindsets and priorities,” Ouimet said. “For them, price isn’t the only determining factor. They care about the impacts your products and processes have on the environment, and those concerns are reflected in their decisions to buy or not to buy.”

The purpose of the EcoSummit is to bring together stakeholders – environmentalists, business, industry and government – to discuss ways equitable to all interests to tackle the world’s most challenging environmental issues. The agenda, the roster of speakers, moderators and panelists, and registration are available on the EcoWeek Website (http://ecoweekfloridakeys.com). The cost of the full conference is $375. Daily packages are available for $150.

For more information contact: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
Jean Heller, The Visions Group, 727.424.4349 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it